Multi-Screen Digital Strategy 2013 How to plan a successful Multiscreen Digital presence

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Planning the Organization's presences on all screens and devices in a coherent and clear way is a big challenge. Many questions rise in the process - Which is better - A mobile app or a Mobile web site? What is the best methodology - Responsive Web Design or a Dedicated mobile web site? Which digital service should be present on which screen? And more. The presentation covers those questions and some more base on our hands on experience and data analysis gathered from our leading customers.

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Multi-Screen Digital Strategy 2013 How to plan a successful Multiscreen Digital presence

  1. 1. DIGITAL MULTI SCREEN STRATEGY 2013 October 2013 Shay Rosen, Head of Strategy & consulting
  2. 2. • Strategy Business analysis, Concept creation, UX, UI • Technology Robust, Smart, efficient content management & e commerce platforms for mega sites • User Experience Powering Israel’s largest and most successful enterprises Websites & Mobile apps
  3. 3. enterprise level web and mobile development nearshore development and quality assurance email marketing and automation email marketing for small businesses RWD mobile adaptation for existing websites r
  4. 4. Mobile application platform to build, run, and manage mobile apps • Representing Worklight in Israel since 2010 • Robust Worklight implementation record Selected customers
  5. 5. Shayr@realcommerce.co.il http://www.linkedin.com/in/shayrosen http://www.facebook.com/shayrs http://www.slideshare.net/shayrs M: 052-5118539 SHAY ROSEN HEAD OF STRATEGY & CONSULTING REALCOMMERCE
  6. 6. Major change in day to day life
  7. 7. How Major? Really Extremely Definitely Major(!)
  8. 8. 2010
  9. 9. 1ST MULTI SCREEN STRATEGY WWW app
  10. 10. Is it really the best way to address customers?
  11. 11. MOBILE WEB BROWSING 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0% 2009 2010 2011 2012 Source: Statcounter web analytics report
  12. 12. 2nd MULTI SCREEN STRATEGY Mobile Websites
  13. 13. Mobile Website Apps User Experience Onscreen Presence TCO TTM Content Management Promotion costs Updates Mobile websites VS. Mobile apps For corporates and enterprises - In most cases Mobile Websites are better than mobile apps
  14. 14. A little more about “mobile web sites” 800px 640px1024px Responsive Web Design
  15. 15. RESPONSIVE WEB DESIGN EXAMPLES
  16. 16. Responsive Web M Dot SEO Link Redirects TCO Maintenance Integrations SSL Content Management Branding, Look & feel M DOT VS RESPONSIVE WEB DESIGN For corporates and enterprises - In most cases Responsive is better than M dot
  17. 17. 3 TYPES OF CUSTOMERS Potentials Casual Regular Website/ Marketing app Website/ Self care app Self care app Attract Create relationship Strengthen relationship
  18. 18. REAL LIFE CUSTOMER BEHAVIOR
  19. 19. 3rd MULTI SCREEN STRATEGY 800px 640px1024px Marketing app(s) Innovation App(s) Self care/ commerce app(s)
  20. 20. USAA – MULTI SCREEN + INNOVATION
  21. 21. A MULTI SCREEN ORGANIZATION
  22. 22. A MULTI SCREEN ORGANIZATION
  23. 23. A MULTI SCREEN ORGANIZATION
  24. 24. SO? Which Strategy Is Right For You?
  25. 25. The Multi Screen Customer Journey Awareness Consideration PurchaseDecision Post Sale Website Mobile Website Mobile app Attraction Information SalesTools/ upsell Service
  26. 26. Key questions to ask Frequency of use High Low Importance of UX Critical Not Critical Type of customer Existing New app appappWeb WebWeb
  27. 27. Case Study (1) – Supermarket Chain Expected frequency of use: Once a week Importance of user experience: Critical Type of customer: Existing
  28. 28. Supermarket Multi Screen Customer Journey Awareness Consideration PurchaseDecision Post Sale Website Mobile Web Mobile app Attraction Information SalesTools/ upsell Service
  29. 29. Supermarket Chain Strategy – Website + app
  30. 30. Case Study (2) – Strauss Water Israel Expected frequency of use: not frequent Importance of user experience: medium Type of customer: New & Existing
  31. 31. Strauss Water Multi-screen Customer Journey Awareness Consideration PurchaseDecision Post Sale Website Mobile Web Mobile app Attraction Information SalesTools/ upsell Service
  32. 32. Wrap up You are already doing multi screen Think again how your customers are seeing you in all screens Keep the customer journey in mind Analyze contact points by Frequency, UX importance and type of customer Remember the key questions: Frequency, UX, Type of customer Think what will generate real value and ROI 30% of your traffic comes from mobile devices. Are you investing 30% of your budget on mobile websites/ apps?
  33. 33. How can realcommerce help? Plan your Multi-Screen strategy right Create a winning UX& UI Make your existing website responsive with Build a robust Mobile Development Infrastructure with Plan & develop Responsive website Native & Hybrid smartphone apps
  34. 34. THANKS! May 2013 Shay Rosen, Head of Strategy & consulting
  35. 35. Shayr@realcommerce.co.il http://www.linkedin.com/in/shayrosen http://www.facebook.com/shayrs http://www.slideshare.net/shayrs M: 052-5118539 SHAY ROSEN HEAD OF STRATEGY & CONSULTING REALCOMMERCE

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